發(fā)布時(shí)間：2018-11-10 15:03

【摘要】：DY銀行（中國）有限公司哈爾濱分行經(jīng)歷了籌建，試營業(yè)，正式營業(yè)三個(gè)過程。其機(jī)構(gòu)設(shè)置，人員聘用，營銷戰(zhàn)略，業(yè)務(wù)拓展等方面尚處于初級發(fā)展階段。本文對DY銀行哈爾濱分行的發(fā)展現(xiàn)狀和存在的問題進(jìn)行了研究，以為完善該行的未來發(fā)展策略提出建議。本文從產(chǎn)品服務(wù),組織機(jī)構(gòu)及人力資源等方面說明了DY銀行哈爾濱分行的發(fā)展現(xiàn)狀及發(fā)展策略；運(yùn)用SWOT分析法、PEST分析法等，分析了DY銀行哈爾濱分行發(fā)展的優(yōu)勢和劣勢，面臨的機(jī)遇和挑戰(zhàn)，以及DY銀行哈爾濱分行現(xiàn)有發(fā)展策略在產(chǎn)品開發(fā)、網(wǎng)點(diǎn)布局、人力資源使用等方面存在的問題與不足。本文通過對花旗銀行異地分行，以及哈爾濱第一家外資銀行——韓國國民銀行的發(fā)展進(jìn)行的分析，在營銷策略的選擇、目標(biāo)客戶的定位等方面得出了對DY銀行哈爾濱分行發(fā)展的一些重要啟示。在此基礎(chǔ)上，本文提出完善DY銀行哈爾濱分行發(fā)展策略的建議，包括在業(yè)務(wù)發(fā)展策略上有選擇地把優(yōu)勢項(xiàng)目做強(qiáng)，大力發(fā)展零售業(yè)務(wù)，在跨境人民幣業(yè)務(wù)中尋找新機(jī)遇，大力發(fā)展網(wǎng)上銀行業(yè)務(wù)；在基礎(chǔ)建設(shè)策略上加強(qiáng)支行的建設(shè)，增加營業(yè)網(wǎng)點(diǎn)等；在品牌服務(wù)策略上開展多種多樣的營銷活動提升自身的影響力，，用優(yōu)質(zhì)的服務(wù)快速提升客戶的認(rèn)知度；在人力資源策略上吸收當(dāng)?shù)劂y行的優(yōu)秀人才，建立有效的平臺，合理地配置人力資源等。
[Abstract]:DY Bank (China) Co., Ltd. Harbin branch has undergone three stages: preparation, trial operation and formal operation. Its establishment, personnel recruitment, marketing strategy, business expansion and other aspects are still in the primary stage of development. In this paper, the present situation and existing problems of Harbin Branch of DY Bank are studied, and suggestions are put forward to perfect the future development strategy of the Bank. This paper explains the present situation and development strategy of DY Bank Harbin Branch from the aspects of product service, organization and human resources. Using SWOT analysis method and PEST analysis method, this paper analyzes the advantages and disadvantages, opportunities and challenges faced by Harbin Branch of DY Bank, as well as the existing development strategy of Harbin Branch of DY Bank in product development, network layout, etc. Problems and deficiencies in the use of human resources. Based on the analysis of the development of Citibank's foreign branch and the first foreign bank in Harbin, the Korean National Bank, this paper makes a choice of marketing strategy. The location of target customers and other aspects of the development of DY Bank Harbin Branch of some important enlightenment. On this basis, this paper puts forward some suggestions to improve the development strategy of Harbin Branch of DY Bank, including selectively strengthening the superior items in the business development strategy, vigorously developing retail business, and looking for new opportunities in cross-border RMB business. Vigorously develop online banking business; Strengthen the construction of branch in the strategy of infrastructure construction, increase the business network, develop various marketing activities in brand service strategy to enhance their own influence, use quality services to quickly enhance customer awareness; In the human resource strategy to absorb the outstanding talents of the local bank, to establish an effective platform, reasonable allocation of human resources, and so on.
【學(xué)位授予單位】：哈爾濱工程大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.33

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 蔡叢露;;中、外資銀行競爭與合作的策略[J];發(fā)展研究;2006年03期

2 王志敏;;中資銀行引入外資戰(zhàn)略投資者的再思考[J];國際經(jīng)濟(jì)合作;2010年04期

3 閻淬;外資銀行的“先導(dǎo)行”機(jī)制及其對中資銀行的適用[J];國際金融研究;2001年09期

4 何韌;花旗銀行在亞太地區(qū)的跨國經(jīng)營戰(zhàn)略分析[J];國際金融研究;2002年03期

5 劉立安;傅強(qiáng);;基于信號博弈的中外資銀行信貸競爭行為分析[J];管理工程學(xué)報(bào);2010年01期

6 林麒明;外資銀行存在的問題與發(fā)展前景[J];廣西金融研究;2005年04期

7 王翔宇;;外資銀行進(jìn)入中國的區(qū)位選擇[J];湖北經(jīng)濟(jì)學(xué)院學(xué)報(bào)(人文社會科學(xué)版);2009年04期

8 鄭連成;;金融支持與黑龍江省經(jīng)濟(jì)增長[J];黑龍江金融;2012年02期

9 郭樹華;王征;;外資銀行對東道國銀行業(yè)發(fā)展的影響及政策啟示[J];河南金融管理干部學(xué)院學(xué)報(bào);2005年06期

10 王祺;;外資銀行在華戰(zhàn)略及我國銀行服務(wù)營銷模式的選擇[J];經(jīng)濟(jì)論壇;2005年21期

本文編號：2322788